In 1942, in the hills of Jalisco, surrounding the village of Atotonilco el Alto, Don Julio Gonzalez founded his distillery, La Primavera. This region is known for its rich red soil and ideal microclimate to grow agaves. Don Julio Gonzalez began producing "Tres Magueyes" tequila (Maguey being the word for blue agave), which would quickly become one of the most widely available tequila brands in Mexico. And while Tres Magueyes was a good "standard tequila," Don Julio Gonzalez’s passion to create great tequila would not allow him to settle for "good." For over 40 years he painstakingly developed a process that would eventually produce the world’s first luxury tequila.